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INSIGHTS 

Creating impactful landing pages. 

Creating a landing page.

A landing page is whatever page that your users land on when visiting your website. The landing page could be the homepage or it could be a product or service page or even a blog page. For new visitors, the landing page could be their first introduction to your brand and first impressions absolutely do matter. 

The very first thing that you need to think about is the goal for the page. What do you want your users to do on the page? Having this clear in your mind will help set you up for landing page success. It can be a really beneficial use of time to physically sketch or wireframe the format of the page before you build it so you can review the flow of the content - doing this can actually save you quite a bit of time in the long term. It will also help you understand what to include and what your CTAs (Call To Actions) should be.

General things to consider when creating a landing page

  • Consistency - If you’re an e-commerce brand, you’ll largely want your product pages to look consistent in their formatting. There will obviously be some exceptions but generally you want the user to know that they have gone from one product page to another and not have any doubt. Consistency also applies to your assets - your messaging, videography and images should align with your brand.

  • Glaringly obvious CTAs - Think about the wording on the CTA. The user should be able to easily interpret what will happen when they click the button e.g. Learn More should take them to another page or jump them down the page to the right information. CTAs should also be located in areas of high conversion intent and be easily found and seen.

  • Include Key Information Up High - This might seem obvious but sometimes when you’re trying to pull together the information you think you need for the page, you might forget about how far your users are likely to scroll down on it. Ensuring key information is quite high up the page ensures it is seen by the majority of the users and also helps the user by providing them with the information they need in order to make a decision to convert.

  • Snappy Headings and concise copy - Nobody likes wading through rambling text and trying to decipher what you’re trying to say so be clear and to be point with your words.
  • The general flow of the elements - the user should be able to seamlessly scan the page and absorb the content in a logical way. Users do not like having to jump from one side of the page to the other. Padding and whitespace can be used appropriately to help the user digest the content.

  • The time it takes for the page to load - got a lot of things to include? Lazy loading images below the fold can make the page load faster and keep your visitors on your website.

  • Visibility and Accessibility - Always have these two things in mind when designing your landing page. Make sure you design for the visually impaired and have good contrast for text against backgrounds - readability is really important and words that disappear into hero images can be offputting.

  • Trust and Credibility Signals - Include trust signals like accreditations, logos of your customers and testimonials to reassure your visitors and encourage them to buy into you and your services/products.

Bespoke landing pages for paid media traffic

There may be times where a landing page on a website is sufficient for use across all channels but occasionally, there may be a requirement to create a very unique and bespoke landing page to send Ad traffic to. 

It might be that you are wanting to run a specific campaign for paid media traffic or you might feel that the current landing page isn’t tailored enough to convert as well as it can do for ads. For example, you might be an ecommerce retailer selling beds and have a website landing page for bunk beds. Your ads might want to target longer tailed keywords like “children’s bunk beds” - the key for ads is to ensure that the landing page is optimised for relevance to the keyword you are targeting. Landing pages are also an opportunity for you to speak directly to your visitor and show them that you understand what they are looking for but also show them that you can offer it. So by creating multiple landing pages that each target specific keywords, you can refine the messaging without flooding your website with a huge amount of pages which would affect UX (user experience). 

These types of landing pages don’t need to follow the same rules as a general landing page because these pages should be set to “No-Index”. You don’t want Organic traffic finding these pages in Search Engines since they are being used purely for targeted Ads traffic.

Test them!

One of the most important things to remember is to keep an eye on the performance of your pages. A/B Testing can help you determine whether changes to pages are a good idea or not. You can send traffic to multiple versions of your webpage and see whether conversion rate increases. If you see a significant increase, then your hypothesis is likely correct and the change can be rolled out to the live website. Testing helps you save time and resources so you will only need a developer when you want to make the change permanent but it also gives you the ability to see if it would have a negative impact.

Curious to know more? Contact us today.

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[email protected]
01460 281 865
Bowdens Farm, Hambridge,
Somerset, TA10 0BP

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